Just ran across your post doing some research for a prospect. Great stuff. “HTML5 ad builder builder” is especially witty. I’ve always assumed there are a small handful of codebases for WYSIWYG HTML authoring and every HTML5 Ad Builder app just picks one to embed into their UI.

Great point distinguishing between ad creation ahead of time and ad creation at run time. That can be a difficult distinction to communicate to the uninitiated. People can easily grasp, accept, and EXPECT that the Amazon.com they see is not the Amazon.com another person sees (i.e., Amazon.com renders at run-time), but when you apply that same rule to display ad creative, some people get more than a bit confused. On the other hand, the concept of building an ad and uploading it into a DSP (or emailing it to your agency) is very much in most marketers’ and creatives’ comfort zones.